Corporate Identity is actually the corporate image of every business.
Corporate Identity benefits an organization in myriad ways. An organization that invests in developing a solid corporate identity says to its customer “we are here to stay.” It’s a sign of longevity, which is not only attractive to customers, but also is desirable to potential investors. It’s an indicator that an is serious about being successful, that it is reliable in the industry.
Basically, corporate and brand identities are an expression and reflection of an organizations’s culture, character, personality, and its products and services – inspiring trust with consumers, employees, suppliers, partners and investors. In the middle of the 20th century, the development of visual identity systems became mainstay in almost all branding initiatives.
A company that invests in corporate identity indicates that it is here to stay. It sends a message that the company is serious about being successful. It gives the customer a sense of trust. A uniform corporate identity becomes instantly recognisable amongst its target audience.
If corporate identity is the physical look of your brand, brand identity is how the company wants the brand to be seen. This could incorporate a sense of personality or values and also the features and benefits of the products or services of your brand. It is worth mentioning that the brand identity naturally lends itself to incorporating the culture, goals and objectives of the company. For example, Google has a vibrant, fun, innovative culture and work place which is also shown in their brand and corporate identity.
Brand Identity Design is the creation of the visual identity, “The Branding”, for a company and/or its clients. As Brand Identity Designers we create everything from logos and marketing collateral, to promotional materials, and even advertising campaigns that establish a recognizable corporate identity.
Pride – A professionally designed logo and Brand / Identity system will show that you are committed to presenting your company as a major contender in your market.
Visibility – Most prospective consumers / clients look for highly visible, well-defined businesses, and the “look and feel” of your identity plays a major role in their decision making process.
Credibility – Establishing credibility with a strong visual message in a professionally developed Brand / Identity system, used throughout all of your business and marketing communications, will keep you a step ahead of your competition.
Appearance – A professionally developed Brand / Identity system positions your company to work with larger organizations and increases your margins by allowing you to set premium rates for your products and / or services.
Retention – Most people remember what they see much better than what they hear or read. Having a consistent visual identity throughout all of your business and marketing communications will keep you at the forefront of existing and potential clients’ minds when they have a need for your products and / or services.
Differentiation – When partnered with a strategic marketing program, a well-designed logo and a strong identity system will position your business far above the competition in your market.
Stability – Even if you are unable to claim that you’ve been in business for “over 30 years”, having a functional Brand / Identity system gives the impression that your business is dedicated to the industry you serve.
Support – When you present a well-rounded business package, your business goals and objectives are more clearly defined and this will improve your chances of getting venture capital or other forms of financial assistance.
Brand image is how the customer actually perceives and interprets your brand. It may not necessarily be the same as the brand identity. A customer can recognise the logo of a brand which can instantly evoke a feeling of trust. A good example is Coca Cola – you see the logo, you instantly know you are getting a quality product.